Vijay RamchandranHead of Marketing, Products and Customer Experience, Personal and Business Banking

IDFC Banch Branch Interior Design & Customer Journey Mapping

The Indian Development and Finance Corporation (IDFC) had a reputation as ‘the firm’ that looked after the diverse needs of infrastructure development, supporting companies to gain the best return on investments. In April 2014, following a decade long lull in licenses being issued, IDFC became the latest firm to receive its banking license.

In a market with well-entrenched players, IDFC Bank needed to differentiate its services and offering. Banks within India are seen more as product pushers and less as solution providers. IDFC Bank saw this as an opportunity to position itself as a true financial services provider, by keeping the needs of the customer first. Thus was born the idea of the “Un-Bank”.

Customer Journey Design and Interior Process

The project began with I-AM carrying out extensive audits in the banking sector and mapping a distinctive and memorable customer journey, a first within the Indian banking sector. I-AM created a solution that merges the banking and retail industries and draws inspiration from international brands. The revolutionary IDFC Bank branch interior design for the Modern Indian revolves around the principles of being fresh, professional, friendly and approachable.

The first IDFC Bank branch opened in October 2015 and the design will be rolled out across the country.